In her book The Magic Feather Effect, journalist Melanie Warner covers placebo research, shows that alternative medicine is placebo medicine, takes a "try it yourself" approach, and gives belief and anecdotes more credit than they deserve.

In the online echo chamber promoting alternative medicine, there are varying degrees of deception. There are true believers (who are often victims), entrepreneurs (who are often true believers who found a profitable business), and scammers. The categories are not mutually exclusive.